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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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16. B2B Public Relations

Public relations has always been an interesting component of the B2B marketing mix. It’s not like advertising because you don’t pay for placement or performance. And it’s not like direct mail because you can’t directly track results. What you have is a marketing method that can’t guarantee placement and doesn’t produce measureable results. Marvelous!

That all changes on the Internet, however. Not the bit about guaranteeing placement; you still have to influence other media to take up your story. But public relations activities on the Web can be tracked, and you can measure direct results—the number of leads that are generated from a given PR effort.

In addition, there’s a lot more you can do online with your public relations ...

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